Advertising through word-of-mouth can positively reinforce brands, persuade more people and nudge consumers while potentially risking boycotts. Creating buzz around ads can spread brand awareness further as people pass on the advertising, with benefits including reinforcement, persuasion and nudging but also potential downsides like boycotts.

1. Effects of advertising WoM:
Consequences of creating buzz around an advert
A B C
+ Reinforcement + Persuasion
+ Nudging
- Boycott
+ Passing on
More: https://anacanhoto.com/2016/12/15/christmas-adverts-buzz-how-does-it-help-brands/
© Ana Isabel Canhoto, 2016